![[B] Customer Service And Satisfaction](https://images.ctfassets.net/r30ratzbtbbf/3200tH7mMImvWV02pUnK4a/bc7b1e552fceecc9f1cfc6ce41eee455/CUSTOMER_SERVICE_AND_SATISFACTION-01.png)
LET'S LEARN! 📚
CUSTOMER SATISFACTION AND DISSATISFACTION
When the customer gets what they hoped for, their expectations are met and there is customer satisfaction. Products, sadly, often fall below expectations.
Research shows that 95% of dissatisfied customers don't complain. They just change suppliers. Satisfied customers create new business by telling up to 12 other people. Dissatisfied ones will tell up to 20 people. Word of mouth is a powerful form of advertising.
Some say that encouraging customer loyalty or allegiance is important for profitability. They say customer retention is key. Getting repeat business is five times cheaper than finding new customers.
Services like mobile phones and subscription services have to reduce churn. This is very costly; the companies would prefer, of course, to keep existing customers and add more in order to build their customer base.
LET'S READ! 📖
Learning about your customers
QUESTIONS
1. What do they have to be careful about?
2. What type of data do they gather? How do they gather them?
Handling Customer Complaints
If a customer emails a complaint, your response should include specific remedies, both a high level and for the aggrieved customer. Here's an example of a way to respond to an angry customer who had a bad experience.
QUESTIONS
1. What was the email about?
2. What measures has the manager taken to address the problem?
LET'S PRACTICE! 📝
👂🏻 Listening Exercise
Direction: Listen to the audio in each item and answer the questions that follow.
- What ruined their experience?
- How was the whole process described?
- What was the speaker baffled by?
🗣 Speaking Exercise
Direction: Which of the following irritate you most when dealing with customer service departments? Choose the top 3 and compare with a partner.
| On the Phone | In person | Repairs and Refunds |
|---|---|---|
Being put on hold | Unhelpful customer service personnel | Delays on repairs |
Speaking to a disinterested person | Stressed or indifferent staff | Delays in getting money back |
Choosing a series of options during your call | Salespeople with poor product knowledge | No replacement while repairs are carried out |
Finding the customer service number is continuously engaged | Too few staff at peak times | Poor-quality repairs |
Being cut off | No company policy on customer service or complaints | Disputes over credit notes, 'proof of purchase', etc. |
Hi, I’m Take. I work for a big supermarket chain as head of data management. Customers enjoy great offers by using our loyalty card when they go shopping. Loyalty cards allow customers to redeem points for their future purchases, either with us or other affiliated stores.
Loyalty card provides masses of data about the customers’ buying habits which then go to our database. We can track our customers' buying habits and what type of products they buy and enrich the database with this information.
Of course, with all information we have in our data warehouses, powerful computers are needed to analyze it. This analysis is called data mining. We look for particular patterns in consumer behavior. The data can be used to target particular types of customers. We build consumer profiles. For example, if someone has bought organic food in the past, special offers are sent to them so that they get reduced prices in future purchases of organic food.
All this is part of the wider picture of Customer Relations Management (CRM). The computer programs that we buy to do our data mining are referred to by their sellers, often companies who specialize in this, as CRM Packages or CRM Solutions.
There are issues of privacy and confidentiality that we have to be careful about. Customers have the right to check the information that we hold about them. We must be careful to obey the law on data protection.